IVT: LinkedIn Ads integrates HUMAN
HUMAN has identified less than 1% of impressions on LinkedIn and its publisher network (including CTV) as invalid traffic.
HUMAN, a cybersecurity company specializing in bot attack disruption and digital fraud prevention, this week announced a partnership with LinkedIn. This collaboration aims to bolster protections against invalid traffic (IVT) on the professional networking platform and its publisher network, encompassing connected TV (CTV).
Invalid traffic (IVT) refers to fraudulent or misleading activity that inflates website traffic metrics. This can involve automated bots mimicking real user behavior or manipulating ad impressions to generate revenue for fraudsters. For advertisers on LinkedIn, IVT can significantly impact campaign effectiveness by wasting budget on clicks or impressions generated by bots rather than genuine users.
HUMAN brings its expertise in advanced detection techniques, hacker intelligence, and collective protection to the table. By leveraging its vast telemetry data across the programmatic ecosystem, HUMAN's solution for LinkedIn identifies and filters out invalid traffic before advertisers even bid on ad placements. Additionally, HUMAN detects IVT post-bid, ensuring comprehensive protection throughout the advertising lifecycle.
The HUMAN and LinkedIn partnership signifies a commitment to maintaining a high-quality advertising environment. According to a HUMAN press release, initial results are promising. Since integrating with LinkedIn in May 2024, HUMAN has identified less than 1% of impressions on LinkedIn and its publisher network (including CTV) as invalid traffic across desktop and other devices over the past 30 days. This translates to a significant reduction in wasted ad spend for businesses advertising on LinkedIn.
Jay Benach, General Manager of Media Security at HUMAN Security, expressed enthusiasm about the partnership. He highlighted HUMAN's dedication to supporting LinkedIn's mission of connecting professionals and empowering their success. By ensuring a safe and trusted advertising environment, the partnership benefits both advertisers and LinkedIn.
Abhishek Shrivastava, VP of LinkedIn Marketing Solutions, emphasized the value proposition for B2B marketers. LinkedIn's vast professional network offers unique opportunities to reach key decision-makers. Collaborating with HUMAN strengthens the platform's integrity, allowing marketers to target their campaigns more effectively and ultimately achieve better ad performance.
The HUMAN-LinkedIn partnership signifies a positive step towards combating invalid traffic in the online advertising industry. By deploying advanced detection methods and leveraging collective protection strategies, the partnership aims to create a more trustworthy advertising environment for businesses utilizing LinkedIn's platform to reach their target audience. This collaboration not only benefits advertisers by reducing wasted ad spend but also protects the overall integrity of the LinkedIn platform.